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A brand is a first impression that acts as a promise of what a company is going to deliver. The key to building a brand that is an asset and not a liability is to shape it around the desired customer experience, and to analyze it from multiple points of view.

Anke Corbin is a serial entrepreneur and advisor to many startups. She is currently the VP of Marketing & Distribution at MapQuest.

In this talk from the Denver Founder Institute , Anke explains how to build a brand that is an asset for a company. She discusses analyzing a brand from multiple points of view, a visual process to clarify and build brand, naming criteria, and customer analysis.

The Founder Institute is the world's largest entrepreneur training and startup launch program, helping aspiring founders across the globe build enduring technology companies. Based in Silicon Valley and with chapters across 50 countries, the Founder Institute has helped launch over 1,563 companies in 5 years. The company's mission is to "Globalize Silicon Valley" and build sustainable startup ecosystems that will create one million new jobs worldwide.